Samsung is gaining ground on Apple in the U.S. smartphone market. Recent sales and shipment figures show Samsung’s market share surged to 31% in the second quarter, up from 23% in the previous period. At the same time, Apple’s market share declined to 49% from 56%.
One reason for this shift is Samsung’s introduction of innovative foldable phones. In July, Samsung launched the Galaxy Z Fold 7 and Z Flip. These phones have foldable screens that transform the user experience.
The Z Fold 7 can turn into a tablet, while the Z Flip looks like an old-school flip phone but with modern technology. These devices have gotten a lot of attention on social media, with durability tests and user reviews getting millions of views. Samsung also offers a wide range of devices at different price points.
The company has phones from budget-friendly options to premium models like the Galaxy S25 Edge and the Z Fold 7. These range from $650 to $2,400. This variety lets Samsung appeal to more people compared to Apple.
Apple’s current models range from $829 to $1,599. Apple is still the top player in the U.S. smartphone market overall. But investors have noticed some turbulence.
Apple shares have dropped 7.5% this year.
Samsung gains share with foldables
Meanwhile, Samsung has seen a 35% increase in its stock value in 2025.
This reflects Samsung’s strong market performance. There are rumors that Apple may be working on new form factors. Some think Apple could release a foldable iPhone as part of the iPhone 18 lineup in September 2026.
Analysts believe this could help Apple compete better with Samsung’s innovative designs. Samsung’s focus on foldable technology seems to be paying off. The latest Galaxy Z Fold 7 had 25% more preorders than previous models.
This shows growing consumer acceptance. Samsung executives believe that the technology has improved and overcome past durability issues. In a time when artificial intelligence is becoming more integrated into consumer electronics, foldable devices are seen as particularly well-suited to using AI features.
Samsung’s folding phones, with their larger screens, provide a better platform for AI applications. This enhances productivity and user engagement. Even with these advancements, some industry experts think Apple’s strategy of waiting until the technology is fully mature before launching new features will serve it well.
Apple aims to avoid early pitfalls and capitalize on proven trends. This strategy may soon apply to foldable devices. As the next generation of smartphones takes shape, both Samsung and Apple are set to continue their rivalry.
Each company is pushing the other towards greater innovation and better products for consumers.
